Greetings boys, girls and willvideoforfooders!
I’m your substitute, I mean “GuestOfNalts (.)” today
As you know this self proclamied viral video genius, Kevin ‘Nalts’ Nalty, started talking to himself early on, as we see in several of his more delightful films: here, here, here, here, here, here, here, here, AND here!
WHEEW!
Kevin has developed a number of personalities, alter egos and of course clones over the years. This is me here in my pre-natal state along with my other clone brothers and sisters. And here is the first generation of a Nalts’ Clone. As you might have guessed he didn’t quite make it. Unfortunately, he was unable to grasp the finer points and magic of editing and fell into a very tragic incident involving a can, the local trash collector and the very large trash collector’s truck. Since, much progress has been made and as you can rightly read I am one of the current generation ‘CloneofNatls’. However, we do prefer being called ‘Spawnsof Nalts’. We have advanced far more than the initial copy, even though we still titter on lame.
As a copy and a real live SpawnofNalts it is my position to make sure that anything Nalts does or thinks when indisposed makes its way to the beautiful eyes of his darling readers, fans, lurkers and all the rest of you, ASAP!
Tomorrow (July 9), on NBC’s Today show in a segment called “Frustrated Fliers.” The interview was shot in NYC yesterday and prompted by “USAIR Sucks” and not “Crawling Through Airport.” See if you can spot the original Nalts at the airport. If not, enjoy these little vignettes to make up for the possibility of a brown out we predicted in NYC. If you missed it because you just couldn’t drag your lazy ass out of bed before 11am, you know who you are, and barring some possible genetic or technical malfunction, me and all the other SpawnsofNalts will try our best to accommodate Today the day after yesterday or sooner right here!
Rhett and Link, comedic video amateurs, are mountaineering above the overhang of “The Great Cliff of New-Media Sponsored Advertising.” They’re harnessed to each other with a taut rope, knotted with creativity. The friends swing effortlessly to the next hold in a pendulum traverse. Rhett knows the objective danger as he firmly grabs his nub, and Link’s total attention is committed to spotting him. Their eyes lock, then gaze slowly down upon the falling spree at the mountain’s base. It would be a perilous drop to their death (is that ZeFrank’s skeleton?). But they both smile, knowing full well that they’ll live to see another climb.
[Editorial addition 6/20 9 pm EST: Rhett and Link have an insightful comment below] In their latest celebration of corporate sponsorship, the singing and acting duo present this hysterical video called “The Buffet Song.” It’s a song parody about all-you-can-eat buffets. Now there’s *every reason* I should have known this was a sponsored video:
It was clear on the video’s description and it was a reply to a video about the Alka Seltza tour.
I received this from them via e-mail, and it was explained as a video that it’s part of their of “Great American Road Trip Series” sponsored by Alka Seltzer.
Heck I even last week agreed via e-mail to meet them in Philly (Pat and Gino’s Cheesesteaks) for a video that they said was part of some Alka Seltzer series. They wrote, “It’s part of our Alka Seltzer road trip gig…. We’re still developing the angle so if you’re interested, you can weigh in as we develop it.” I took that as a fun challenge, and began soliciting others to collaborate. See- sometimes it’s not all about the money. Maybe they’ll have free samples.
But then, like, Yipes, Scoob… I opened this video above, and all of that awareness vanished — just like those pain pangs of overindulgence when met by a delciously effervescent glass of heartburn and indigestion medication.
In fact, I’d like to take you sequentially through my experience, which is something I can’t stand in a conversation. I’m always telling my wife, “you’re burying the lead again, Jo… I don’t need to know about how much change the post office gave you before the freak you saw on the way out. Just tell me about the freak.” But now I digress…
To read about my sequential experience wrapping my small brain around this video campaign, click MORE (bottom left corner of this blog – right above the “share” link”). Trust me, it’s worth it.
I like this “Viral Video: Cashing In or Selling Out” by Jennifer Hollett (Canadian Globe & Mail), and not just because I’m featured in it. It’s actually a well-balanced view of the issues surrounding paid sponsorship and product placement.
As you may know, there are two different ways to make money via online video. You can share in the percent of ad proceeds based on the publisher (Revver, Metacafe, and now YouTube’s Partner Program). This is easier, but low margin. And you’re at the mercy of the publisher. Currently it would appear YouTube is selling fewer InVideo ads associated with amateur content, and I’m seeing more Google Adsense copy ads or display only. InVideo ads are far, far more profitable to YouTube and creators — selling at about $20 per thousand impressions. Advertisers get much more exposure, since the ads peek up at the bottom and are interactive (a far cry better than banners that we tend to tune out). The second way a creator can profit is by working directly with brands to feature products and services for a fair fee.
If you read this blog regularly, you’ll recognize my POV on this article (worth a scan). I satirize “selling out,” but I actually think you can find a balance between helping an advertiser and entertaining. I even contend that promotion need not come at the expense of the entertainment and vice versa. That said, I do respect the opinion of Kalle Lasn, editor in chief of Adbusters magazine and author of Culture Jam. Kalle, according to the piece, feels product placement on YouTube is a sad development. Lasn says there are already between 3,000 – 5,000 marketing messages coming into the average North American brain everyday. “I don’t think we really need 5001,” he says.
The article highlights (oh I hate that word) Brandfame, which helps facilitate the interaction between creators and sponsors. I’ve also met with Placevine, which represents a number of different brands interested in tapping creators. This article references a video I made called “Viral Video Broker,” where I spoofed this industry almost two years ago exactly. (Another one of those videos I wish I had shot with a better camera, but at least I was somewhat ahead of my time… the voices were, of course, people in my offices at J&J not real weblebrities).
Watch for five trends in this area in 2008:
Creators are going to cross the line by pushing the advertising too hard, and alienating their viewers. It will feel right for them and their sponsors, but ultimately make for a jaded bunch of viewers.
Brandfame and Placevine are the signs of an emerging cottage industry that will become more vital than the labor intensive machines helping broker product placement in television and films. Online video will give brands more inventory (it’s not called the “short tail” folks), access to niche audiences, and — here’s why the legacy firms will struggle — easier scalability. You’d better make it easy for brands and creators, and take a fair portion but not excessive. Product sponsorship is the only way many brands will penetrate the vital medium of online video, because it’s a fairly ad resistant one. In the “lean forward” generation of online-video, we’ll only watch your advertising if it’s interesting or if you force us. I’d content the sustainability of the latter is weak, and you’d have trouble arguing otherwise. Enter TiVo bloink sound, or the sick delight we take shutting a browser window that “serves” a pre-roll advertising with all the tact of a bad-breathed vacuum cleaner salesman. As David Spade said as a flight attendant on SNL, “Buh bye. “
The online-video sites will struggle in this area. Currently mama Google doesn’t profit if I cut my own deals with Mentos (except when Mentos flighted my video as a 30-second ad). But it’s not an area of high concern since YouTube needs to focus on scalable revenue. What happens, however, if creators join forces and agree to sell prerolls embedded in the video file… a Toyota ad pops up gently in the intros or before the “Next New Network” bumper at the end of a clip? Does YouTube take issue with this advertising that they facilitate but don’t profit on? Or is it analogous to a producer selling his show, but retaining rights to a fixed amount of the ad space (I’ve heard Ryan Seacrest does this with his show).
There will be no trend four. Trend four is often wrong, which itself is a growing trend.
The backlash associated with hidden sponsorship is far from over. I wish there was a law that required film makers to disclose any paid advertisers, even though I know much of the “product placement” is offered free by directors. Federal Express, for instance, does not often pay to have its boxes appear in a film. The directors want the film to feel authentic, and seek permission not pay from FedEx to avoid needing to distract viewers with a Garbagepatch Kids-like bastardization of FedEx (FoodEx). In the end, however, I feel like the video creator owes me, as the viewer, disclosure. If you’re getting paid to hold a Mountain Dew, more power to you. Just let me know, so I don’t feel like you’re being sneaky every time your camera pans a mall and I see logos.
Kyle from Southpark puts it well in this 30-second clip from “Canada on Strike.” The clip’s called “The Promise of Future Revenue.” Thanks to Jan for finding it.
Boy I’m sure glad that’s over with. Me too. Yeah, but you know I learned something today. We thought we could make money on the Internet. But while the Internet is new and exciting for creative people, it hasn’t matured as a distribution mechanism to the extent that one should trade real and immediate opportunities for income for the promise of future online revenue. It will be a few years before digital distribution of media on the Internet can be monetized to an extent that necessitates content producers to forgo their fair value in more traditional media.
In this part of “Canada on Strike,” the Southpark folks meet some YouTube weblebrities (the cliche one-hit wonders). There’s something pervursely symbolic to see all of the Internet stars — laughing baby, sneezing panda, gopher, Chris Crocker, Chocolate Rain, Tron guy, Numa Numa — end up in a bloody mess on the floor.
I have nearly “comedic” 600 videos online for free, but I think these are the best ones (although a few of you pointed out a few that need to be high on the list for volume two). I avoided videos that were too YouTube centric like Renetto shaving my head, or other inside jokes. So most of these are family-friendly and don’t require any context to appreciate.
So buy your copy now for the low, low price of $19.94. Yey. My kids and their friends just gathered around to watch the proof DVD tonight, and it’s frightening how clear the quality is since most of them are high definition… especially when you’re used to seeing them in horribly compressed format on YouTube. You can actually read little things in the background, so I’m sure I’ve inadvertently left a credit card number visible. But unless I sell about 30,000 of these DVDs (and something tells me I’m lucky if I sell 50), those credit card numbers won’t be much worth to you.
To see the full list of videos, click “more” below. To see the sleeve in higher resolution, click the image on the right.
Thank you, dear readers, for your help finalizing this version 1.5 of “How to Become Popular on YouTube Without Any Talent.” Honestly, if I look at this document another moment I’m going to boot.
(Warning- clicking the image to the right will cause you to download the book, which is annoying but probably what most people expect).
This post marks the official release of the book. You can download it (for free) by clicking this link, which will open the 30-page PDF: “How to Become Popular on YouTube (Without Any Talent), version 1.5” by Kevin Nalts, WillVideoForFood.com. If you post the PDF on your own blog or website, please keep that title, and my name and URL. You might want to list this post’s permalink, since it will point to future downloadable versions.
While you’re waiting for Adobe to open (insert “car rusting” joke here), I hope you’ll RSS this blog so we can keep each other current. If you’re a YouTuber and haven’t subscribed to my videos, visit YouTube.com/Nalts, then select the orange button labled “subscribe.” Okay- enough self promotion for one day. I’m going to take a nap.
Here’s a free 2-page synopsis of my book, “The Prophet of Online Video.” If you want to use this outline and write your own book, go ahead. I’m so not writing for a while.
On Friday I’m releasing a free eBook titled “How to Become Popular on YouTube Without Any Talent.” I won’t make any money for each copy downloaded, but I’ll make it up in volume.
Below is a draft that still needs some fine tuning, but I’d appreciate some feedback from some of you core WVFF readers. Here it is as a PDF (version 1.3, which includes some of your edits on 01/03/08): How to Become Popular on YouTube Without Any Talent
If you’re a blogger, I know I can’t stop you from posting this, but it would be great if you could wait until the Friday (January 4). Unless you’re some big-ass blog like TechCrunch. Then you can do whatever the heck you want. The several days I spent on this would be time well spent if it resulted in an inbound link from a big ass blog (BAB). Up until now, TechCrunch has only given the black-hatted viral marketers a spotlight.
That said, I’m kinda hoping to “soft launch” it to the WillVideoForFood regulars before it’s officially released. I’m somewhat anxious about releasing something via pdf, and knowing I don’t have the ability to fix some horrible mistake that’s bound to be lurking within.
Thanks!
PS Here’s a synopsis of my forthcoming “The Prophet (Profit) of Online Video: Book synopsis,” which is being written to help marketers, agencies and creators capitalize on the growing field of online video.
Almost every interview I do, someone asks how I got started in online video. The reality is that I’ve been making short videos since I was in highschool, and most of them are still sitting in the basement on deteriating VHS tapes. Except Attack of the Killer Slinky.
But online video for me started almost exactly two years ago today. I walked into the dark room of designers and programmers that worked with me in Johnson & Johnson’s global pharmaceutical web group (or whatever the heck our name was at that time). “Does anyone know where I can upload my videos and share in the ad revenue,” I asked. Derrick said YouTube was pretty popular, but it didn’t share ad revenue. Pinacki gave me a strange look and then farted. (Later I would cast them in Burger King Outsources, and only then did they take any interest in my hobby).
I suppose I’ve got well more than 600 videos up if you include the 558 on YouTube and whatever ones I never bothered posting to YouTube (but are on Revver). If you counted my alternative channels and collaboration videos I’d guess we’re closer to 800. About one every other day for two years… what if I had exercised instead?
Some day I’ll sort out the best since the vast majority are “throw aways” or inside jokes.
I’ve been called everything from a sellout to Satan (this video is the best hater video I’ve ever seen, and features me with a sign “Will Video for Souls” as I transform into Lucifer). So it gives me some relief to know that the online-video community has found a new Osama.
I hereby dub him the “Most Despised Guy of Online Video Since ZeFrank,” and have parked www.ViralVideoVillain.com to redirect to his profile. My way of pouring oil on the fire that happens to not be burning me.
Favorite comments:
What next, an article on how to make money from stock market scams and flogging dodgy pills?
Idiot. The reason your trickery is necessary that your venal predecessors in advertising have burned their credibility in other media already. And now here you are, a leech on a new medium, feeding off the trust that other people have built up. Pathetic.
I wonder how many of these comments are employees from his office “creating controversy”
At issue was the ethics of Greenberg’s strategies to get promotional videos a viral-video injection. While some techniques were legitimate (careful titling and selection of thumbnails), his piece boasted some bottom-feeder approaches like rigging comments via sock-puppet accounts. The backlash was so severe it prompted Greenberg to convince TechCrunch’s Michael Arrington to give him a “another word” in this post that has already generated about 150 comments.
Greenberg says: “The original post was framed quite differently, but after going through the TechCrunch editorial filter, it ended up sounding like a tell-all about our shady business practices.”
Arrington responds: “I am not aware of the edits that were made to his original post, but we are reviewing it now to see if any changes altered the original meaning. It is a fairly serious allegation, and we will follow up appropriately.”
Kevin "Nalts" Nalty is one of the most-viewed YouTube comedians with nearly 800 short online videos seen more than 74 million times. He also consults with top brands to help them engage in social media & video (check www.NaltsConsulting), and is chief strategical officer at Hitviews.com.
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Rhett and Link, comedic video amateurs, are mountaineering above the overhang of “The Great Cliff of New-Media Sponsored Advertising.” They’re harnessed to each other with a taut rope, knotted with creativity. The friends swing effortlessly to the next hold in a pendulum traverse. Rhett knows the objective danger as he firmly grabs his nub, and Link’s total attention is committed to spotting him. Their eyes lock, then gaze slowly down upon the falling spree at the mountain’s base. It would be a perilous drop to their death (is that ZeFrank’s skeleton?). But they both smile, knowing full well that they’ll live to see another climb.
As you may know, there are two different ways to make money via online video. You can share in the percent of ad proceeds based on the publisher (Revver, Metacafe, and now YouTube’s Partner Program). This is easier, but low margin. And you’re at the mercy of the publisher. Currently it would appear YouTube is selling fewer InVideo ads associated with amateur content, and I’m seeing more Google Adsense copy ads or display only. InVideo ads are far, far more profitable to YouTube and creators — selling at about $20 per thousand impressions. Advertisers get much more exposure, since the ads peek up at the bottom and are interactive (a far cry better than banners that we tend to tune out). The second way a creator can profit is by working directly with brands to feature products and services for a fair fee.
Boy I’m sure glad that’s over with. Me too. Yeah, but you know I learned something today. We thought we could make money on the Internet. But while the Internet is new and exciting for creative people, it hasn’t matured as a distribution mechanism to the extent that one should trade real and immediate opportunities for income for the promise of future online revenue. It will be a few years before digital distribution of media on the Internet can be monetized to an extent that necessitates content producers to forgo their fair value in more traditional media.
Per my post in December, I finally received and approved my proof of the “Best of Nalts: Volume 1″ DVD. So now you can buy 71 minutes of Nalts videos (with 29 videos) on CreateSpace.com by clicking here.
Thank you, dear readers, for your help finalizing this version 1.5 of “How to Become Popular on YouTube Without Any Talent.” Honestly, if I look at this document another moment I’m going to boot.
I’ve been called everything from a sellout to Satan (this video is the best hater video I’ve ever seen, and features me with a sign “Will Video for Souls” as I transform into Lucifer). So it gives me some relief to know that the online-video community has found a new Osama.I hereby dub him the “Most Despised Guy of Online Video Since ZeFrank,” and have parked www.ViralVideoVillain.com to redirect to his profile. My way of pouring oil on the fire that happens to not be burning me.
